This was Sephora’s first campaign explicitly targeting Gen Z, so we leveraged the popular MOOD meme to land the “It’s a Lip Mood” tagline. This was a 360 omnichannel campaign, with in-store fixtures, paid and organic social (with a heavy emphasis on video content), programmatic ads, email, and site marketing. The secondary “love at first swipe” messaging was a nod to Valentine’s Day, which coincided with the campaign’s launch.